Persuasion: Theory and Research, Third Edition is a comprehensive overview of social-scientific theory and research on persuasion. Written in a clear and accessible style that assumes no special technical background in research methods, the Third Edition has been thoroughly revised to reflect developments in persuasion studies. New discussions of subjects such as reactance and the use of narratives as vehicles for persuasion, revised treatments of the theories of reasoned action and planned behavior, and two new chapters on social judgment theory and stage models provide your students with the most current work on persuasion in a clear, straightforward manner. In this edition, author Daniel J. O'Keefe has given special attention to the importance of adapting (tailoring) messages to audiences to maximize persuasiveness. Each chapter has a set of review questions to guide students through the chapter’s material and quickly master the concepts being introduced.

Preface

Chapter 1: Persuasion, Attitudes, and Actions

The Concept of Persuasion

The Concept of Attitude

Attitude Measurement Techniques

Attitudes and Behaviors

Assessing Persuasive Effects

Conclusion

Notes

Chapter 2: Social Judgment Theory

Judgments of Alternative Positions on an Issue

Reactions to Communications

Critical Assessment

Conclusion

Notes

Chapter 3: Functional Approaches to Attitude

A Classic Functional Analysis

Subsequent Developments

Commentary

Conclusion

Notes

Chapter 4: Belief-Based Models of Attitude

Summative Model of Attitude

Research Evidence and Commentary

Conclusion

Notes

Chapter 5: Cognitive Dissonance Theory

General Theoretical Sketch

Some Research Applications

Revisions of, And Alternatives to, Dissonance Theory

Conclusion

Notes

Chapter 6: Reasoned Action Theory

The Reasoned Action Theory Model

Influencing Intentions

Intentions and Behaviors

Adapting Persuasive Messages to Recipients Based on Reasoned Action Theory

Commentary

Conclusion

Notes

Chapter 7: Stage Models

The Transtheoretical Model

The Distinctive Claims of Stage Models

Other Stage Models

Conclusion

Notes

Chapter 8: Elaboration Likelihood Model

Variations in the Degree of Elaboration: Central versus Peripheral Routes to Persuasion

Factors Affecting the Degree of Elaboration

Influences on Persuasive Effects under Conditions of High Elaboration: Central Routes to Persuasion

Influences on Persuasive Effects under Conditions of Low Elaboration: Peripheral Routes to Persuasion

Multiple Roles for Persuasion Variables

Adapting Persuasive Messages to Recipients Based on the ELM

Commentary

Conclusion

Notes

Chapter 9: The Study of Persuasive Effects

Experimental Design and Causal Inference

Two General Challenges in Studying Persuasive Effects

Conclusion

Notes

Chapter 10: Communicator Factors

Communicator Credibility

Liking

Other Communicator Factors

Conclusion

Notes

Chapter 11: Message Factors

Message Structure and Format

Message Content

Sequential Request Strategies

Conclusion

Notes

Chapter 12: Receiver Factors

Individual Differences

Transient Receiver States

Influencing Susceptibility to Persuasion

Conclusion

Notes

References

Author Index

Subject Index

About the Author

Supplements

Save time and ease class preparation with the additional guidance and tools, including:

Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.

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